Question 1

People are often surprised at how much they consume,showing that they may have been influenced at a basic or perceptual level.

Accepted Answer

Studies have shown that people often underestimate how much they eat or drink, indicating that they may have been influenced on a subconscious level to consume more than they realize.

Question 2

Large inventory levels in one's home pantry could increase the quantity of food one believes is appropriate for a meal.

Accepted Answer

Having a large inventory of food in the home pantry can lead to a perception of abundance, which may influence individuals to serve and consume larger portions, thinking it is appropriate due to the plentiful supply.

Question 3

A recent study discovered that deceptive claims were found in about three-quarters of humorous ads and,in most cases,the humor was used to mask the deceptive claims.

Accepted Answer

The statement accurately represents the findings of the study.

Question 4

Consumers are very open to the installation of digital "cookies" onto their computers,regardless of the consumers' degree of online experience and privacy concern

Accepted Answer

This statement is false. Some consumers may be concerned about privacy and may not be comfortable with the installation of digital cookies on their computers, while others may not have a strong opinion on the matter. It ultimately depends on the individual consumer.

Question 5

A cause-related message elicits more favorable consumer attitudes than a similar ad without a cause-related message.

Accepted Answer

Numerous studies have shown that a cause-related message can enhance consumer attitudes towards a brand or product, leading to increased purchase intention and loyalty. This is because consumers are more likely to support a brand that aligns with their values and social concerns.

Question 6

Marketers increasingly use techniques that blur the distinction between figure and ground,which makes it easier for consumers to clearly distinguish advertising from entertainment content.

Accepted Answer

The statement is opposite to reality. Marketers use techniques that blur the distinction between figure and ground, making it harder for consumers to clearly distinguish advertising from entertainment content.

Question 7

Objectionable ads always arise from the negative intentions of marketers.

Accepted Answer

While some objectionable ads may be intentionally created by marketers, other times they may simply reflect poor judgment or lack of awareness of their potential impact on consumers. Additionally, sometimes objectionable ads may emerge from misunderstandings or mistakes rather than negative intentions.

Question 8

Repeated exposure to very thin "ideal" figures in promotional messages leads to negative self-perceptions (particularly in women)and is partially responsible for the increase in eating-related disorders.

Accepted Answer

Research has shown that exposure to idealized and thin body standards in advertising and media can lead to negative self-perceptions, body dissatisfaction, and disordered eating behaviors, particularly among women.

Question 9

A low fit between a sponsored cause and the sponsoring company's positioning strategy can harm the company's image.

Accepted Answer

If the sponsored cause is not aligned with the sponsoring company's brand values and image, it can create confusion and mistrust among the target audience, leading to a negative impact on the company's reputation. It is crucial for companies to carefully consider the cause they choose to sponsor and ensure it aligns with their positioning strategy to avoid any potential damage to their brand image.

Question 10

As a result of the increasing criticism directed at product placements as a form of masked advertising,companies are forecast to steadily decrease expenditures on branded entertainment.

Accepted Answer

The statement predicts a decrease in expenditures on product placements, but does not provide evidence for a decrease in branded entertainment spending overall.

Question 11

The FTC holds marketers responsible for determining their ads' potential to mislead consumers.

Accepted Answer

The Federal Trade Commission (FTC) holds marketers responsible for ensuring that their ads are not deceptive or misleading to consumers. Marketers are expected to conduct their own research and testing to verify any claims made in their advertisements, and the FTC can take legal action against companies whose advertising is found to be false or misleading.

Question 12

By itself,one tasteless ad has little impact on our values.However,cumulatively,such ads may persuade consumers to act unwisely or develop undesirable attitudes.

Accepted Answer

This statement is true as the repeated exposure to tasteless or misleading ads can affect a person's perception and ultimately influence their behavior or beliefs.

Question 13

Because marketers continuously sponsor ads portraying values or behaviors that some (or many)consumers find distasteful or wrong,we can conclude that public scrutiny has little impact on marketers.

Accepted Answer

Public scrutiny does have an impact on marketers, but it may not always lead to immediate or significant changes in advertising strategies. Some marketers may prioritize profit over public opinion or values, while others may be more responsive to feedback and adjust their approach accordingly. Overall, the extent of the impact that public scrutiny has on marketers depends on various factors, including the nature of the product or service being advertised, the target audience, and the broader social and cultural context.

Question 14

Truth-in-advertising laws protect consumers from false advertisements.

Accepted Answer

Truth-in-advertising laws require companies to provide accurate and truthful information in their advertisements, in order to protect consumers from being deceived or misled into making purchases based on false claims.

Question 15

There is a consensus that even if children understand the purpose of promotional messages,marketers must take special care in advertising to them because of the amount of time kids spend viewing TV and online.

Accepted Answer

This statement accurately reflects the general consensus among experts in the field of marketing and child development. While children may understand the purpose of promotional messages, they still may be uniquely susceptible to advertising due to their level of exposure and the developmental stage of their cognitive abilities. As a result, marketers are encouraged to exercise special caution when advertising to children.

Question 16

It is argued that stealth marketing will result in increased consumer acceptance of product information.

Accepted Answer

Stealth marketing involves disguising marketing tactics as organic or authentic, which can lead to consumer distrust once the true nature of the marketing is revealed. This can ultimately harm consumer acceptance of product information, rather than increase it.

Question 17

Consumers may be able to control consumption by organizing less-structured offerings.

Accepted Answer

Less-structured offerings give consumers more control over what they consume, allowing them to make more informed and intentional choices about their consumption habits. This can include things like à la carte menu options, customizable product bundles, or flexible subscription plans that allow users to adjust their delivery schedule or product selection as needed. By giving consumers more control and flexibility, companies can empower them to make choices that align with their values and needs, which can ultimately lead to more sustainable consumption patterns.

Question 18

Cause-related advertising is less effective among more involved consumers.

Accepted Answer

The answer of Cause-related advertising is less effective among more...

Question 19

While many consumers report that they like ecologically friendly products,only about a third actually buy such products,and most consumers don't know which lifestyle changes are the best means to reduce global warming.

Accepted Answer

The statement accurately reflects the current state of consumer behavior and knowledge regarding environmentally friendly products and reducing global warming.

Question 20

Consumers find environmental labels difficult to understand,which increases consumers' price-sensitivity regarding green products.

Accepted Answer

Studies have shown that many consumers find environmental labels confusing and difficult to understand, leading to increased price sensitivity when considering green products.

Quiz 16: Marketing Ethics and Social Responsibility